The partners in Breathe Editing, New York–editors Michael Schwartz and Andy Jennison and exec producer Kenny Pedini–have opened Platformbreathe, a New York-based nonprofit venture designed to create, produce, and air PSAs.
“The idea came to us about a year ago,” recalled Pedini, “when Michael [Schwartz] created a PSA with some outtakes from a hip hop music video he was working on. I immediately fell in love with the piece, as did the director of the music video, Phil Roc from LBM Films. We tried to sell it to the Boys and Girls Clubs of America but they had no use for it. We decided to re-tool the PSA a bit and put it on the air ourselves. That was when we had this great idea. Why not open a company solely devoted to creating PSAs where we can be our own client?”
Pedini noted, “We work all the time with directors, writers, art directors, producers, composers who all get together for the common goal of making a TV commercial to sell something. Why not get together with these same talented individuals and devise wonderful creative messages for the good of society?”
The goal of Platformbreathe is not to be political, religious or controversial, but rather to send messages that will hopefully prompt viewers to react in a positive way. The shop’s first PSA was for a cause–Enjoy Your Kid. Now–they conceived themselves. “It is designed to remind parents to spend time with their kids,” related Pedini.
Since Platformbreathe is the client, there are no outside forces to water down ideas. Platformbreathe also handles media placement.
“I thought we were going to have to buy media time when we first started doing this but I was wrong. The stations run our PSAs for free,” said Pedini, because Platformbreathe is recognized nationally as a 501 (c) (3) nonprofit corporation.
Platformbreathe has thus far completed four PSAs and plans to do several more this year. To see the company’s work, log onto its website www.platformbreathe.org.
Britt Wilen Joins David&Goliath As Group Creative Director
As David&Goliath (D&G) celebrates 25 years, the agency is bringing on new creative leadership to help shape its future. Britt Wilen joins as group creative director, bringing her knack for big ideas, executional craft and a track record of work that resonates. In her new role, Wilen will partner closely with clients, diving deep into their challenges to develop work that’s bold, transformative, with high-impact solutions and cultural relevance.
David Angelo, D&G founder and creative chairman, said of Wilen, “She’s a true creative force--a Swiss Army knife of innovation--with an energy that’s as contagious as it is inspiring. We are looking forward to her creative leadership for one of our longest-standing clients, California Lottery, as well as the impact she’ll bring to our ‘Brave’ culture.”
Wilen stated, “Creativity is at its best when it surprises people, makes them feel something, or gives them a new way to see the world. That’s what I love about this industry, and that’s what drew me to D&G. They have a fearless approach to ideas and a culture that thrives on collaboration, and I’m so excited to be part of it.”
Wilen’s most recent staff position prior to joining D&G was serving as a global creative director at Saatchi & Saatchi where she led major campaigns for Toyota’s Olympic and Paralympic sponsorship, Expedia and Lexus. Before that, she held senior creative roles at BBDO Worldwide and Leo Burnett, helping shape iconic work for brands like Doritos, Ikea, Mars, and more.
Her work has been recognized with top industry honors, including Cannes Lions, D&AD, The One Show, Clio Awards, and Effies. In addition to her impressive professional career, Wilen boasts a rich and... Read More